Abstract
With the improvement of China’s internationalization level, public signs in Chinese and English can be used universally. But in such cross-cultural communication, cultural differences in different countries inevitably lead to misunderstanding and even cultural conflict. Pragmatic failure is a common problem in cross cultural communication of public signs, because different languages carry different pragmatic rules and pragmatic constraints. This paper, under the framework of pragmatics, uses pragmatic failure theory to analyze pragmatic failure in the translation of public signs and put forward corresponding translation strategies in order to promote the harmony of the expression of mother tongue and target language in intercultural communication, to avoid communication conflicts and to improve the comfort of the language environment of public signs.
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